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<ul><li><p>www.pwc.de/en/cloud</p><p>Cloud ComputingEvolution in the Cloud</p><p>What challenges, old and new, face the market for plug-in IT? An updated overview of Cloud Computing in Germany.</p><p>www.pwc.de/en/cloud</p></li><li><p>Cloud ComputingEvolution in the Cloud</p><p>What challenges, old and new, face the market for plug-in IT? An updated overview of Cloud Computing in Germany.</p></li><li><p>Cloud Computing Evolution in the Cloud</p><p>Published by PricewaterhouseCoopers AG Wirtschaftsprfungsgesellschaft</p><p>By Markus Vehlow und Cordula Golkowsky</p><p>With Dr. Simone Rudolph, Immo Regener, Elisabeth Opfermann, Julius Kiep and Moritz Roos</p><p>Overall design, management and analysis of the telephone survey: denkstelle hamburg</p><p>Independent market research institute for the telephone survey: C.M.R. Institut fr Communication- &amp; Marketing-Research</p><p>June 2013, 52 pages, 35 figures, soft cover</p><p>Reproduction, microfilming, storing or processing in electronic media is not permitted without the permission of the publishers.</p><p>The information contained in this publication was intended for our clients and correct to the best of the authors knowledge at the time of publication. Before making any decision or taking any action, you should consult the sources or contacts listed here. The opinions reflected are those of the authors.</p><p> June 2013 PricewaterhouseCoopers Aktiengesellschaft Wirtschaftsprfungsgesellschaft. All rights reserved. In this document, PwC refers to PricewaterhouseCoopers Aktiengesellschaft Wirtschaftsprfungsgesellschaft, which is a member firm of PricewaterhouseCoopers International Limited (PwCIL). Each member firm of PwCIL is a separate and independent legal entity.</p></li><li><p>Cloud Computing Evolution in the Cloud 5</p><p>Prof. Dr. Georg Kmpfer Cordula GolkowskyMarkus Vehlow</p><p>Preface</p><p>Preface</p><p>Dear Readers,</p><p>About two and a half years ago, we asked providers of Cloud Computing services in Germany about market trends and the challenges they posed. The results revealed optimism for the opportunities that Cloud Computing presented for the efficient and effective use of IT: nearly three-quarters of the providers expected Cloud Computing demand to increase over the next five years. In these past two and a half years, while Cloud Computing has continued to evolve and remain the focus of intensive and often divisive discussion, Cloud Computing is still high on IT decision-makers agendas.</p><p>It is hence timely to re-evaluate the current perspective of Cloud Computing providers in Germany. We therefore repeated our survey, adding current considerations and focusing on trends in the market. The result is a fascinating comparison of former and current challenges facing providers, as well as a detailed analysis of expectations and level of maturation among Cloud users. We also learned more about providers current market outlook and expectations they have for the use of Cloud Computing.</p><p>One finding was not surprising: Cloud Computing is just as important as before. In fact, users are increasingly realising the potential of the Cloud to help deliver added value and innovation. They are developing Cloud strategies, integrating them into their overall IT strategies and increasingly demanding the integration of Cloud Services and digital trends such as Big Data, social media and mobile devices. However, as the study also reveals, strategy, information security, privacy and compliance are still major challenges to the successful use of Cloud Services.</p><p>In the years to come, we will continue to monitor the evolution of the Cloud Computing market. In the meantime, we hope you will find this survey stimulating and insightful.</p></li><li><p>6 Cloud Computing Evolution in the Cloud</p><p>Contents</p><p>Contents</p><p>Figures .....................................................................................................................7</p><p>Abbreviations ...........................................................................................................9</p><p>A Executive summary .........................................................................................10</p><p>B Methodology of the study ................................................................................13</p><p>C Information on the providers ...........................................................................15</p><p>D Study results ....................................................................................................211 Services offered ...............................................................................................222 Critical success factors and challenges in the market .......................................253 User strategies and motives .............................................................................334 Governance, risk and compliance ....................................................................38</p><p>Index ......................................................................................................................47</p><p>Contacts .................................................................................................................48</p></li><li><p>Cloud Computing Evolution in the Cloud 7</p><p>Figures</p><p>Figures</p><p>Fig. 1 Respondents position ............................................................................16</p><p>Fig. 2 Number of employees in Germany .........................................................17</p><p>Fig. 3 Employees in Cloud Services .................................................................. 17</p><p>Fig. 4 Total turnover in the previous financial year ..........................................18</p><p>Fig. 5 Share of Cloud Services in total turnover in Germany ............................18</p><p>Fig. 6 Use of Cloud Service by industry ............................................................20</p><p>Fig. 7 Offered Cloud Computing Services ........................................................22</p><p>Fig. 8 Cloud forms supported ...........................................................................23</p><p>Fig. 9 Offering customized Service Level Agreements .....................................24</p><p>Fig. 10 Guaranteed service availability ..............................................................24</p><p>Fig. 11 Changes in the Cloud Computing market ...............................................25</p><p>Fig. 12 Important factors for customer satisfaction ............................................26</p><p>Fig. 13 Challenges of the Cloud Computing market ...........................................28</p><p>Fig. 14 Expected growth in the share of Cloud Services in total turnover ..........30</p><p>Fig. 15 Market trends.........................................................................................31</p><p>Fig. 16 Use of Cloud Services .............................................................................33</p><p>Fig. 17 Customers Cloud strategies: experimental stage ...................................33</p><p>Fig. 18 Customers Cloud strategies: comprehensive plan ..................................34</p><p>Fig. 19 Customers Cloud strategies: integration into overall IT strategy ............35</p><p>Fig. 20 Reasons for the use of Cloud Services .....................................................35</p><p>Fig. 21 Scope of Cloud Computing within companies ........................................36</p><p>Fig. 22 Customers desire to combine Cloud Services with other digital trends..........................................................................................37</p><p>Fig. 23 Quality of integration with other digital trends ......................................38</p><p>Fig. 24 Challenges in meeting compliance requirements ...................................38</p></li><li><p>8 Cloud Computing Evolution in the Cloud</p><p>Figures</p><p>Fig. 25 Customer concerns over the US Patriot Act ............................................39</p><p>Fig. 26 Concerns over data access by investigatory authorities ..........................40</p><p>Fig. 27 Cloud chaining use of subcontractors ..................................................40</p><p>Fig. 28 Ability to integrate Cloud Services into companies IT ............................41</p><p>Fig. 29 Quality of integration into customers system landscapes .......................42</p><p>Fig. 30 Data location ..........................................................................................43</p><p>Fig. 31 Users decision-making authority regarding storage location .................43</p><p>Fig. 32 Customer inquiries regarding Section 11 of the BDSG ............................43</p><p>Fig. 33 Standard procedure for data privacy ......................................................44</p><p>Fig. 34 Ensuring information security for the user .............................................45</p><p>Fig. 35 Information security aspects ..................................................................45</p></li><li><p>Cloud Computing Evolution in the Cloud 9</p><p>Abbreviations</p><p>Abbreviations</p><p>B2B Business-to-Business</p><p>B2C Business-to-Consumer</p><p>BDSG Bundesdatenschutzgesetz (Federal Data Protection Act)</p><p>BPaaS Business Process-as-a-Service</p><p>CATI Computer-assisted telephone interview</p><p>CIO Chief Information Officer</p><p>CISO Chief Information Security Officer</p><p>CTO Chief Technology Officer</p><p>IaaS Infrastructure-as-a-Service</p><p>ISO International Organisation for Standardization</p><p>PaaS Platform-as-a-Service</p><p>PCI Payment Card Industry</p><p>SaaS Software-as-a-Service</p><p>SLA Service Level Agreement</p><p>XaaS Anything-as-a-Service</p></li><li><p>10 Cloud Computing Evolution in the Cloud</p><p>Executive summary</p><p>A Executive summary</p></li><li><p>Cloud Computing Evolution in the Cloud 11</p><p>Executive summary</p><p>Service provider survey from 2010, updated with current market perspectivesIn 2010, we interviewed providers of Cloud Services about various topics in </p><p>Cloud Computing.We summarised the results of that survey in our study Cloud Computing </p><p>Navigating in the Cloud. This new edition picks up on issues covered in the initial survey and updates it with new elements.</p><p>The 60 respondents from provider companies remain predominantly decision-makers from executive management, marketing/sales, IT and other divisions (e.g. Chief Information Security Officer and Chief Technology Officer).</p><p>Providers are expanding their service portfolio in Infrastructure-as-a-Service (IaaS) and Platform-as-a-Service (PaaS) Software-as-a-Service (SaaS) continues to be the focusAs in 2010, we surveyed providers of different-sizes. As with the first edition, our </p><p>analysis compared providers with up to 499 employees to those providers with 500 or more employees in Germany.</p><p>With regards to the share of total revenue in Cloud Services, there were differences between 2010 and this year: some smaller providers are now fully dedicated to Cloud Services. For larger providers, Cloud Computing is still only a small-to-moderate part of the overall portfolio (maximum 50%). Overall, however, the number of those providers for whom Cloud Services represent between 10% and 50% of total turnover has increased significantly.</p><p>On average, each provider surveyed now offers three to four services related to Cloud Computing in the German market (2010: average of three services). SaaS offerings have the highest share of revenue: eight in ten respondents offer such services (2010: 82%). About two in three providers also offer IaaS (2010: 53%) or PaaS (2010: 39%).</p><p>Eighty-five per cent of providers offer consulting services around Cloud Computing. These services therefore thus represent providers most important secondary products a significant increase compared to 2010 (51%).</p><p>Hybrid Cloud is catching up Private Cloud remains most common form of useThe use of Private Clouds has dropped slightly from 49% in 2010 to the current </p><p>43% in favour of Hybrid Clouds, which now account for 30%.Just over a quarter of providers (2010: 25%) offer their services mainly in Public </p><p>Cloud environments. Given the continued challenges around privacy, information security and compliance, the small size of this increase is not surprising.</p><p>Users of Cloud Services are increasingly deploying them for value-adding processes and innovationsCloud offerings are still largely geared to support processes. However, nine out of </p><p>ten of the respondents surveyed believe that Cloud Services are used mainly for processes in human resources, accounting, purchasing and sales.</p><p>Nearly half of the surveyed providers believe Cloud Solutions will now also be applied to their customers value-adding activities (e.g., production or research and development). This suggests that Cloud providers will put greater emphasis on these areas in their future offerings.</p><p>Four in ten providers reported that their customers implement Cloud Solutions for the purpose of innovation e.g., for new business processes as well as new business models.</p></li><li><p>12 Cloud Computing Evolution in the Cloud</p><p>Executive summary</p><p>The technology, media and telecommunications and retail and consumer industries are increasingly using Cloud ServicesThe 2010 conclusion that users of all business sizes apply Cloud Services in almost </p><p>equal measure has been confirmed.However, compared with 2010 when Cloud Services were used to almost the </p><p>same extent in all industries 2013 registered an increased use in the technology, media and telecommunications (88%) and retail and consumer (77%) industries. One reason may be that both industries are increasingly offering digital products and services and therefore have to leverage more Cloud Computing capabilities.</p><p>Cloud users matureTwo and a half years ago, the providers stated that 45% of Cloud users were still </p><p>in an experimental phase. In 2013, this number was only 38%.In 2013, only 73% of users are looking for solutions to specific issues (2010: 84%).In 2013, a third of users are already developing a Cloud Strategy. Thirty-seven per </p><p>cent of users incorporate it into their overall IT strategy (2010: 24%).In 2013, customers of the providers surveyed increasingly want to link Cloud </p><p>Computing with other digital trends such as Big Data, social media and mobile devices.</p><p>Cloud Computing is still in high demandIn 2013, 83% of the respondents believe that the share of Cloud Services as a </p><p>percentage of total revenues will continue to increase; just 10% more respondents than in 2010</p><p>None of the surveyed providers believes that this share will decrease.Fewer respondents today believe there will be reservations against Cloud </p><p>Computing in the long term (2013: 35%; 2010: 43%).</p><p>Privacy, information security and compliance remain major challengesIssues such as privacy, information security and compliance continue to represent </p><p>the largest and most demanding challenges for the providers surveyed.Providers consider these three aspects to be critical success factors for customer </p><p>satisfaction.Currently, 83% of the surveyed providers offer their customers the opportunity to </p><p>establish Germany as a data storage location (2010: 57%).Providers today appear to have an increasingly better grip on technical </p><p>capabilities, and are largely aware of the potential uses of Cloud Computing. However, there is little in the way of transparency and best practices regarding the important issues of privacy, information security and compliance.</p></li><li><p>Cloud Computing...</p></li></ul>

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